Abergeldie Complex Infrastructure

Challenges

Abergeldie’s outdated WordPress website no longer met the needs of a growing business or aligned with its brand positioning as a leader in the infrastructure sector. Several issues hindered its ability to effectively showcase the company’s strengths:

• Outdated platform: The WordPress site no longer reflected Abergeldie’s modern brand or supported its growth, lacking the functionality needed for evolving digital needs.

• Content management issues: With the original webmaster gone, content updates became slow and difficult, resulting in outdated and inaccurate information.

• Limited engagement and conversion: The website primarily served as a tool for validation, with no clear paths to drive conversions or meaningful engagement, making it difficult to inspire action.

• Performance and flexibility: The site’s technical limitations and inconsistent performance prevented it from effectively showcasing Abergeldie’s diverse capabilities or supporting recruitment efforts.

These challenges highlighted the need for a CMS migration to a more modern and adaptable platform that could streamline content management, boost user engagement, and reflect the company's strategic vision.

Solutions

To address these issues, Abergeldie partnered with Devotion to develop a user-centric website built on Xperience by Kentico, a modern, hybrid headless CMS platform. Abergeldie valued the platform’s flexibility, scalability, security, and ease of content management.

The website project focused on:

• Easy content management: Empowering Abergeldie’s team to efficiently update and maintain content.

• New branding: Reflecting Abergeldie’s refreshed image to strengthen their market positioning.

• Scalable, future-proof platform: Ensuring the site could seamlessly evolve with the business.

Abergeldie’s website became one of the first global implementations of Xperience by Kentico, offering both exciting opportunities and challenges due to the platform’s early-stage development. Though not fully feature-rich at the time, Xperience by Kentico’s robust content management capabilities allowed the team to create a modern, flexible, and scalable solution.

Key features implemented

• Hybrid CMS (Xperience by Kentico): Allowed for easy content updates and seamless integration with external tools, ensuring flexibility and scalability.

• Content Hub: Centralized reusable content for both the website and future microchannels.

• Digital marketing tools: Tracked user journeys, monitored page views, form submissions, and custom interactions to measure performance.

• Form Builder: Streamlined the handling of enquiry forms and marketing automation.

• Algolia integration: Powered advanced search features for enhanced user experience and easy access to content and job listings.

• Teamtailor integration: Enabled real-time updates to career-related content, supporting Abergeldie’s recruitment strategy.

• User-centric design: A modern UX/UI design provided a seamless, engaging experience that encouraged deeper interactions.

This strategic approach using Xperience by Kentico's SaaS option ensured that Abergeldie’s new website was not only a powerful marketing tool but also an adaptable, scalable platform that would continue to support the business’s growth.

Results

Launched in June 2024, the new Abergeldie website quickly demonstrated impressive results:

• 100% increase in average engagement time: Reflecting a more captivating and user-friendly experience.

• 56% increase in career-initiated sessions: Demonstrating the effectiveness of the site in attracting top talent.

• 25% increase in overall engagement rate: Showcasing increased user interaction across the site.

• 27% increase in engaged sessions per user: Indicating deeper, more meaningful engagement with the content.

The redesigned website effectively communicates Abergeldie’s diverse capabilities, positions them as a thought leader in the infrastructure sector, and drives recruitment efforts by enhancing career-related content and interaction. Furthermore, the platform provides Abergeldie’s team with an easy-to-manage solution for continuous content updates, streamlining operations and ensuring long-term relevance. 

Their new website also earned them a Site of the Year 2024 award, further proof of their migration success. With a solid foundation in place, Abergeldie plans to enhance the site further in 2025, implementing marketing automation and personalization strategies to better engage key audiences.

Statistics

• 100% increase in average engagement time
• 56% increase in career-related sessions
• 27% increase in engaged sessions per user
• 25% increase in overall engagement rate